Big Data seen by the Dubchies - How can you build your blog strategy by using consumer's data?

What is DUBCHIES? 

Dubchies is a new concept with two mains purposes. To highlight university exchanges and to share our common passion for travel. It is not only a concept, it is also the story of 3 young women who share the same marketing passion. Through this blog, we want to make you discover the universe of marketing but also our different adventures in the capital : places, national dishes, customs, art and much more. 

So how to create a blog with added value ? We chose to use big data as a competitive asset.  

First of all, what is Big Data?

We can define this term as an extremely large data set that may be analyzed through numbers to reveal patterns, trends, and needs, used to understand the consumers’ behaviour and interactions between them. Big data is defined by the 3 V, Volume, Velocity, and Variety, which become a valuable asset in business intelligence and brand’s strategies.

How can Big Data be useful in our travel blog strategy?

Having a good content strategy is the first thing to define who you are : “Why, How, What”.
Simon Sinek has explored this subject in several Ted talks if you want to take a look. 

Once you have defined your brand identity, you need to create a community. In order to bring together a lot of people, you need to know who is your target. To do that, you will have to use Big Data.
Thanks to it, you will be able to target people regarding their areas of interest, localisation, age, gender etc. 

In the case of Dubchies, we will target students that are interested in travelling abroad for an exchange or something else. Thanks to our school network, we will be able to quickly create a community around this account. 

When we talk about community, we also talk about content.
A good content is broadcasted to the right persons, at the right time and on the right channel.
You have to create content, that's true, but it needs to be interesting and valuable for your target. You don’t create content for content's sake. 

When you create videos, blog posts, podcasts, infographics, etc, you need to make them all stand out which means designing remarkable content.

In the case of Dubchies, we will create a regulatory content - 1 article per week. We are also going to diversify the topics regarding the different themes that might appeal to our community such as : places to visit, what to know about the lockdown, the subject of our classes etc. 

Having a community is good, being able to keep it is better. 

In order to do that, you can use different tools such as a newsletter. It is useful to collect data and be able to know which type of content our audience likes so that we can adapt our communication. Thanks to it, we will be able to analyze the number of subscriptions, of clicks on the articles, the time spent on them etc. It is also a good tool to create and maintain a relationship with our target. 

How do you keep your community active?

Don't fall into the trap, you have to innovate all the time. Don't be satisfied by only what you have, otherwise you will be overtaken by your competitors and the new entrants on your market.

Don’t stop at one single channel, develop your strategy through other ones: social media, ads etc. Creating an ecosystem will allow you to bring traffic to your blog from those channels. 

In the case of Dubchies, we already have an instagram account, @dubchies. Creating a relay between the instagram account and the blog will allow us to better understand our target and their expectations. Moreover, the tone will be different depending on the media we use. On the instagram account we will have more photos and videos of our student life in Dublin in a funny tone. The blog will be more professional.

As you may have understood, Big Data has a marketing utility.Those data have to be converted into smart ones so that we can have a better customer knowledge. This makes it much easier to segment the targets and to personalize the offers associated with each of them.

Maud Notredame